7 reasons why good external communications is important for start-ups

Strategic Communications
25. October 2023
Lantern Comitas


In today's hyper-connected world, effective communication has become a crucial aspect of business success. While start-ups often prioritise product development and internal operations, it is equally important to engage in external communications. By establishing a strong presence in the public sphere, start-ups can benefit in a number of ways. In this blog, we will explore the seven reasons why they should engage in good external communications.

1. Building Brand Awareness
For start-ups, building brand awareness is essential to gain visibility and attract potential customers, investors, and partners. Engaging in external communications helps create a positive brand image, distinguishing businesses from competitors. By effectively communicating their mission, values, and unique selling points, start-ups can generate interest and curiosity among their target audience.

2. Attracting Investment
Start-ups often require external funding to fuel their growth and development. Engaging in good external communications provides an opportunity to showcase their potential to investors. Through press releases, media interviews, and other communication channels, new businesses can articulate vision, market opportunity, and growth strategies – ultimately helping to attract investors and leading to increased funding possibilities.

3. Developing Industry Relationships
Networking is crucial for start-ups, as it helps forge valuable industry relationships. External communications – in particular, stakeholder engagement – provides opportunities to collaborate, partner, and learn from established players. By actively participating in industry events, conferences, and forums, start-ups can gain exposure and connect with influential individuals, fostering relationships that may lead to future partnerships or mentorship opportunities.

4. Establishing Thought Leadership
Start-ups often possess unique insights, innovations, and expertise that can shape their industry. Engaging in thought leadership activities enables businesses and their executives to establish themselves as experts. By sharing knowledge and experiences through blog posts, white papers, and speaking engagements, start-ups can build credibility and gain recognition. Thought leadership enhances the start-up's reputation and fosters trust among potential customers and partners.

5. Recruiting Top Talent
Attracting and retaining top talent is crucial for the success of any start-up. Good communications allows businesses to showcase culture, mission, and work environment, making them an attractive destination for talented professionals.  By actively communicating company values, growth prospects and impact, start-ups can create a compelling narrative that resonates with potential employees, increasing their chances of attracting top talent.

6. Managing Public Perception
In today's digital age, public perception can make or break a business. Engaging in external communications empowers start-ups to manage public image and respond effectively to any negative feedback or crisis situations. By being transparent, proactive, and engaging with audiences through social media, blogs, and other communication channels, start-ups can shape public perception and build a loyal customer base that trusts their brand.

7. Gaining Market Insights
Actively listening to customer feedback, engaging in conversations on social media, and participating in industry discussions, start-ups can gain a deeper understanding of their target market's needs, preferences, and pain points. These insights can inform product development, marketing strategies, and business decisions, helping start-ups stay ahead of the competition.

In today's fast-paced business landscape, engaging in external communications is crucial for start-ups. By actively participating in the public sphere, start-ups can build brand awareness, attract investment, develop industry relationships, establish thought leadership, recruit top talent, manage public perception, and gain valuable market insights. While start-ups often face resource constraints, allocating time and effort to external communications can yield significant long-term benefits for their growth and success. Therefore, embracing external communications should be an integral part of any start-up's strategic plan, enabling them to thrive in a competitive market.


Written by Lantern Comitas

Our senior strategic communications team is on hand to guide, advise and shape the communications strategy of your brand.

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